Baskin-Robbins was found in 1953 by two brothers in law, Mr. Burt Baskin and Mr. Irv Robbins, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest ice cream franchise, with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins is one of Dunkin’s brands, which are Dunkin Donuts, Baskin-Robbins and Togo’s and they are part of Allied Domecq. Allied Domecq is a well known company which has business with famous drinks companies and fast food restaurant and it is the operating company of Baskin-Robbins worldwide. In 1948, the two brothers found that the number of Baskin-Robbins customers was increasing dramatically and they cannot serve them. Therefore, they decide to follow the franchise concept, and all other business man to be franchiser for Baskin-Robbins. Allied Domecq Company is the first operating company for Baskin-Robbins worldwide. At the beginning Baskin and Robbins had one store and in three years they opened eight stores. Now, Baskin-Robbins sells ice cream in over 30 countries. The goal of Baskin-Robbins is to make people smile inside and outside. They are trying to offer different products and flavors to make others smile and feel good. Founders believed in the concept of different choice and therefore they created 31 flavors, one for each day a month. Despite having around 5,800 stores worldwide, Baskin-Robbins continued to open more stores in order to be America’s Favorite Ice-cream store. Baskin-Robbins concentrate on varieties in its products and it follows the “31 flavors” concept. The 31 original flavors such as Banana Nut Fudge, Chocolate Almond and so on. This means that there are 31 flavors, one for each day a month so that customer will have different choices. Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy ― hence the iconic small pink spoon.

SEGMENTATION, TARGETING AND POSITIONING

Segmentation

Baskin Robbins decides to use the Demographic and Geographic variable to divide a market into segments. The characteristics of Demographic variable they used included all age group (kids, students, youth, adults and families) and high middle & high income group. The other hand, the characteristics of Geographic variable they decide are the location select in malls and high foot traffic area.

Targeting

Baskin Robbins targets mainly younger children, students and high middle & high income group which between the ages of 20-24 years old. They enjoy spending with their friends or with their children and they have enough disposable income to purchase premium ice cream.

Positioning

Nowadays, Baskin Robbins has more than 1000 flavors in library and 31 different flavors in every store. After that, Ben & Jerry and Haagen Dazs are the top competitors for Baskin Robbins in the premium ice cream industry. Besides that, Baskin Robbins is ready for further expansion in Singapore.

MARKETING ENVIRONMENT

Competitive Forces

Nowadays, the strongest competitor for Baskin Robbins is Ben &Jerry. The less will be Hagen Dazs and Dairy Queen now. This companies have sells their ice creams in stores and supermarkets but Baskin Robbins just sells only in stores so it make Baskin Robbins ’s outlets that can be found in the market is few than that companies. The second reason for available Baskin Robbins is limited is because initial investment for opening a store is high. However, Baskin Robbins have strong brand name and introduced more than 1000 flavors of ice cream and ice cream cakes that smell distinctly than the other brand’s products to improve competitiveness but the Walls and Nestle are cut their ice creams price by more than 30% over the period, thus increasing competition for Baskin Robbins in this price segment.

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...PART I: THE BUSINESS
Mission Statement: The mission statement for Baskin Robbins is “We create 110% satisfaction by providing the finest product, service, and Variety for all people of all ages.”
Description of Business/Business Model: Baskin Robbins is an Ice Cream specialty shop who offers a various selection of products such as customized cakes, beverages, and ice cream sundaes. Baskin Robbins has been in business since 1945 in which it was founded by Burton Baskin and Irvine Robbins. Baskin Robbins is committed to the quality of their products while maintaining a high level of customer service. In maintaining a high level of customer service they are able to create loyal customer, maximize profits for franchise owners, and create fun environment.
Corporate Social Responsibility: (Taken from the following Baskin Robbins press kit: http://news.baskinrobbins.com/press_file.cfm?presskit_id=3)
Baskin-Robbins franchisees are dedicated to the communities in which they live and work. Ongoing philanthropic endeavors include:
Ice Cream Social FUNraisers: Through this program, organizations raise hundreds of dollars, over the course of only a few hours, through ice cream social fundraisers hosted at local Baskin-Robbins stores.
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...Baskin-Robbins
From Wikipedia, the free encyclopedia
Baskin-Robbins Inc. |
|
Type | Subsidiary of Dunkin' Brands |
Founded | 1945 |
Headquarters | Canton, Massachussetts, United States |
Parent | Dunkin' Brands |
Website | www.baskin-robbins.com |
Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irvine Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest ice cream franchise,[1] with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins sells ice cream in over 30 countries. The company is headquartered in Canton, Massachusetts.[2]
The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv Robbins, owning Burt's Ice Cream Shop andSnowbird Ice Cream respectively. Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in 1953, this concept grew to 31 flavors.[3]
Baskin-Robbins is known for its "31 flavors" slogan (which is featured in logo, in pink). The idea for having so many came from the Carson-Roberts advertising agency (which later became Ogilvy &amp; Mather) in 1953, along with the slogan "Count the Flavors. Where flavor counts." It also was more than the 28 flavors then famously offered at Howard...

...Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irvine Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest ice cream franchise, with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins sells ice cream in over 30 countries, including Nepal, Canada, Japan, Mexico, the Dominican Republic, Colombia, Bahrain, the United Kingdom, Russia, Egypt, Saudi Arabia, United Arab Emirates, Australia, the Philippines, Thailand, Indonesia, Malaysia, China, Bangladesh, South Korea, India, Sri Lanka, Ecuador, Pakistan, Panama, and the Republic of China (Taiwan). The company is headquartered in Canton, Massachusetts.
The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in 1953, this concept grew to 31 flavors.
Baskin-Robbins is known for its "31 flavors" slogan. The idea for having so many came from the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along with the slogan "Count the Flavors. Where flavor counts." It also was more than the 28 flavors then famously offered at Howard Johnson's restaurants. In...

...INDIVIDUAL ASSIGNMENT 1
PREPARED BY:
NAJIHAH BINTI AMIRUDIN
2011132763
MC22S4B
PREPARED FOR:
MR. ABUZAR BIN ABDUL HALIM
SUBMISSION DATE:
6TH JUNE 2013
Baskin Robbins
Introduction
Baskin-Robbins is an American global ice cream parlor based in Canton, Massachusetts. It was founded in 1945 by Burt Baskin and Irv Robbins in Glendale, California.
The company is known for its "31 flavors" slogan, more than the 28 flavors then famously offered at Howard Johnson's restaurants, with the idea that a customer could have a different flavor every day of any month. The slogan came from the Carson-Roberts advertising agency (which later merged into Ogilvy &amp; Mather) in 1953. Baskin and Robbins believed that people should be able to sample flavors until they found one they wanted to buy, hence the iconic small pink spoon. The company has introduced more than 1,000 flavors since 1945.
History
Baskin-Robbins was founded in 1945 by brothers-in-law Burt Baskin and Irv Robbins from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest chain of ice cream specialty stores, with more than 6,000 locations, 2,400 of which are located in the United States. Baskin-Robbins sells ice cream in 49 countries. The company has been headquartered in Canton, Massachusetts since 2004 after moving from Randolph, Massachusetts. (Golden...

... Question 1a
Not all agreement is a legally enforceable contract, only certain time of agreement with co-hold to the rule of law of contract will become enforceable and such criteria have to be satisfied.
A contract to be legally binding or enforceable must include 4 essential elements as follow:
1) The relevant legal capacity to enter into a contract is the first element despite that there are other 3 existing elements; this is in relation to age and mental condition of the relevant contracting parties.
2) Agreement (Arising that an offer is made and accepted)
3) Consideration - an exchange of some benefit or something of value to the parties, for instance; there is monetary gains for products and services rendered.
4) The parties must have the intention to enter into a legal relationship which is the binding agreement.
The agreement will not stand when one or more components above are not in place.
Offer and Acceptance is generally used to decide whether a legally binding agreement exists between two parties in such traditional approach in contract law.
A contract exists when an offer is accepted (agreement to the terms in it) and is communicated to the offeror by the offeree.
In according to the case of Gunthing v Lynn (1831), the offeror offered to buy a horse “if it was lucky”. The court was held that the offer was unclear for it to stand.
Francis (as “offeror”) and Jim (as “offeree”) that Francis is willing to enter into an agreement...